Nielsen estimates DVR penetration to be at 20%, up from 12% in January 2007. Ratings increase just over 15% due to DVR playback from live to live-plus-seven. The average rating against adults aged 18-49 was 2.5 for live viewing and 2.9 for live-plus-seven viewing; an increase of only 16.7%. While fast-forwarding through the ads is still an issue, not all people who use a DVR fast-forward. The data show that less than half of people who watch a recorded program fast-forward through the ads during playback.